In the area of direct mail or e-newsletters received from REALTORs I sometimes marvel at the amount of "non-real estate" related items they are composed of. I often see recipes, information about the local balloon fest, community events, etc. I don't mind this information but I would think that coming from a real estate professional who is the supposed "expert" in the local area that some of the topics would be from that perspective. The worst direct mail pieces that take about a nanosecond to hit the trash can are the ones with the enlarged photo of the REALTOR and say they work your area and please call them when you are ready to buy or sell. Granted, it satisfies the consistency of the face in front of you. If you get enough of this junk mail that might be true, but I think my trash can is more familiar with them than I.
In web marketing, and I suppose it could apply to print as well, there is a concept called "stickiness." Give something of value, or even remotely meaningful, and people will be more likely to read it, perhaps not toss it, and MAYBE even remember the REALTOR.
Some meaningful things to include in these post cards or e-newletters:
- a few sample homes that have sold recently in the area and their prices
- line charts showing trends of days on market or average price over time
- bar charts comparing year over year by month of number of houses sold in an area or by zip
- home maintenance tips like winterizing your home or home remodeling ideas
- an article reinforcing why it is always a good time to buy or sell a home
- an article on the pitfalls of selling your home yourself and without the assistance of a REALTOR
- links to real estate web sites with a brief description of each that may be helpful to the public
There are many ideas beyond these. The general public appreciates helpful people and the REALTOR that does MORE than just tell you how to make chocolate chip cookies laced with cinnamon for the winter months gets my vote every time!
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